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Implementation Methods for Client-Side Tags


For information on the various implementation options for the standard Client-Side Tag (CST) and the Enhanced Client-Side Tag (eCST), see the sections below.

For information on the various implementation options for the standard Client-Side Tag (CST) and the Enhanced Client-Side Tag (eCST), see the sections below.


Typically, clients using the standard implementation method utilize image tags and use GET requests when using the CST or eCST, as that is the standard protocol for most tracking pixels used around the web. Technical teams implementing the CST or eCST will be most comfortable using that combination. When in doubt, default to image tags and GET request methods.

Implementation Methods

Both the CST and eCST can be implemented using the following standard implementation methods:

  • Via an image tag (recommended). An example of an image tag is “<img style="display: none;" src="<TAG ID>&pdata=<PDATA>"/>”. See this link for more information on image tags.

  • Via an iframe (non-standard). An example of an iframe is “<iframe name="_rlcdn" width=0 height=0 frameborder=0 src="<TAG ID>&pdata=<PDATA>"</iframe>”. See this link for more information on iframes.

In addition, if you want to use the eCST to collect only LiveRamp cookies and identity envelopes containing RampIDs, you can implement the eCST via an ATS integration module. For more information on this implementation method, see “Enhanced Client-Side Tag (eCST) for ATS for Web”.

Request Method Options

The eCST can use either of the standard implementation methods above along with either GET or POST request methods to communicate pixel requests with LiveRamp. The CST can use either implementation method with GET request methods only. For more information, see the appropriate sections in "Implement the Enhanced Client-Side Tag" or "Implement the Standard Client-Side Tag".

Regardless of the pixel type and request method, you will use a similar URL string, which is structured differently depending on the following criteria:

  • If you want to use the eCST to capture additional identifiers beyond cookies, the identifiers you want the tag to capture (the specific identifiers that can be captured are based on the environment you're placing the tag in and these identifier types will need to be specified in your request URL)

  • Whether you're going to use the tag to capture custom data (in addition to the data automatically captured)

Custom Macros

With standard implementation methods, the eCST itself does not automatically collect any device identifiers outside of the LiveRamp cookie. This means users of the eCST must populate MAIDs, identity envelopes, and CTV IDs into the eCST pixel request through the use of macros or other means.


When the eCST is implemented via the ATS integration method to collect identity envelopes, custom macros are not needed.

If desired, you can also configure macros or dynamic data layer elements to populate various key/value pairs of “custom data” (otherwise known as “pdata”) within your Client-Side Tag requests (for more information, see “Capturing Custom Data (pdata) for Client-Side Tags”).


The tag automatically collects the LiveRamp cookie (if one is present on the browser), the tag ID, the request timestamp, and the Ref-URL. You do not need to use custom data or configure the tag to collect these elements.

LiveRamp works with over 500+ destination platform partners and each of them implements these workflows differently. LiveRamp does not hold a repository of these various partner macros. You should work with the third-party partner who is trafficking your creatives as they’ll generally have both macros and setup documentation for third-party tracking tags on their websites.

Custom Javascript

For standard implementations, LiveRamp does not provide custom javaScript to configure custom firing conditions for a CST or eCST implementation. You will need to either set firing conditions through your tag manager or create custom JavaScript yourself.

If you’re only collecting LiveRamp cookies and/or identity envelopes via the ATS integration method, we do provide JavaScript to help with the collection of envelopes and custom data.